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“9 Criteria for Brand Essence” Deck
Uncovering & Articulating Essence
- 9 criteria for brand essence
- Why “trusted” isn’t the brand essence
- 7 common branding workshop pitfalls
- Patagonia: They also sell clothes.
- Why so few brands get it right
- Why intangibles are the more sustainable competitive advantages
- To inspire loyalty, ask why, not how.
- You say tomato. I say Fox’s Fine Gourmet Ketchup.
- Warning: Your brand is being commoditized!
- Brand essence by every other name
- For brand authenticity, look inside.
- Table-stake attributes do not differentiate brands.
Simplicity & Effectiveness of Messaging
Other Popular Posts
- What every non-marketer should know about branding
- When to hire vs. when to outsource
- Do artisan brands lose their fans when sold to conglomerates?
- So who is “the world’s greatest insurance spokesperson in the world?”
- Does Geico’s multi-concept strategy work?
- BMW uncovers its brand essence: joy
- P&G brands … itself?
Industry News
Blogs I Read
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Monthly Archives: January 2010
The rise of community bank brands
The customers of George Bailey’s “wonderful old building and loan” rallied to defend it from the money-grubbing Mr. Potter in It’s A Wonderful Life. Although the circumstances are different, small banks across the country are attempting to arouse the same … Continue reading
Posted in advertising, loyalty, public relations, retail, strategy
2 Comments
Warning: Your brand is being commoditized!
Remember the old days when coffee was a commodity? We may be headed there again. Starbucks, with its expansion in 1987, revolutionized how we drink and think about coffee. It convinced us to buy whole beans instead of grounds. It … Continue reading
Posted in brand essence, loyalty, retail, strategy
1 Comment
Imagine if every brand was as honest as Domino’s
In its new campaign, Domino’s ‘fesses up to having served “crust like cardboard” and “sauce like ketchup” for years. Then it asks pizza lovers to forgive, forget, and try its new recipe. “By doing that they are basically saying, ‘We’ve … Continue reading
Posted in advertising, loyalty, public relations, retail, strategy
3 Comments
Why intangibles are the more sustainable competitive advantages
Once upon a time it was possible to differentiate a product or service by having a tangible advantage. “Tangible” means it can be seen, heard, tasted, smelled, or touched. Like a more powerful engine. A sleeker design. A secret recipe. … Continue reading
Posted in brand essence, loyalty, strategy
1 Comment